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Newsletters don't cost - they pay
You can shop around between the different newsletters
on the market. Maybe find one or another you like, or expresses
the image of your company you are trying to portray. But why not
just "subscribe" to the best there is. No shopping necessary
and you will always be happy with the results.
What's the alternative?
- Subscribe to no newsletter and not keep in
touch with those most valuable clients that have provided you
with the business in the past.
- Read a lot about the current business happenings,
surf the net, read several newspapers, and several magazines a
day. Watch TV for information on your business and keep thoughts
of what's important. Spending hours to search information and
scoop out the .1% you could actually use to create your newsletter.
- Create, and print your own newsletter at 10 times the cost.
Newsletters are your hired hand. You are buying
judgment and you are buying extra time. Time to service your customers
and get additional refinancing or referral business. The value of
this one commodity is worth whatever price the newsletter costs.
Ways to create,
improve, and perfect your mailing list
The most important element of any mailing or follow
up campaign is your list. Some mortgage, title, real estate and
banking professionals believe that your list is more than 50% responsible
for the success or failure of a marketing effort. What can you do
to create, improve, and perfect this list?
Past Customers
Although many professionals recognize this as the single most important
source of new business referrals, they fail to keep them on their
list. Be sure to add each new customer to your list.
Sphere-of-Influence
Don't forget to include this referral rich resource
on your list. Clubs, associations, and organizations are only a
few of the candidates for your target list. Any person who you have
spoken with or met is a candidate for your list.
Phone Calls
Whenever you talk to someone who calls your business,
take their address right from the start. They are a potential customer
and should be added to your list. For Soon-to-be-Customers include
a newsletter with each new contact that you receive either by telephone,
mail, or in person. Then add them to your list.
Geographic
Some professionals choose to market a specific
territory by mailing to residents or homeowners. Choose an area
that will generate enough business to support the effort. Areas
to be considered are around your office, around your home, the areas
in between.
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